As you know by now, I am quite biased when it comes to video marketing. Over the past couple years, I have written extensively about this continually growing trend. Video is here to stay. If you’re not using it now, it better be in your plans for 2017 because most marketing efforts are including productions to better connect with targeted audiences.
Let’s look at 17 ways to use video to promote your credit union by enhancing ties with members and prompting them to act—by signing up for a new service, applying for a loan, enrolling in a seminar/webinar, or simply sharing the video with a friend (a.k.a., a prospective member).
Many of these ideas may seem obvious, while others will make you think of new ways to deliver content. My primary aim is to get you to use this medium. It’s been proven time and time again that video sticks and gets results.
1. Sales Video. Introduce a new product or service that addresses members’ pain points—problems, struggles, frustrations—and converts the relationship from a single savings accountholder to an active borrower, investor or student of financial literacy, for example.
2. Cross-Sell/Upsell Video. Just as many core processing and other technology systems have built-in cross-sell applications for credit union staff to alert members, videos can serve the same function by accompanying credit card, loan and CD promotions.
3. Thank You Video. Send members a message of appreciation for signing up for a new product or service, applying for a loan, or attending a seminar/webinar. Offer next best steps—perhaps with a segue to a cross-sell/upsell video.
4. YouTube Video. YouTube is the second largest search engine on the planet. To gain exposure across an expanding FOM, post your videos on YouTube—or better yet, create your own channel. This mega-platform offers all sorts of benefits to attract new eyes and keep established ones coming back for your sharable, free content, offers and promotions.
5. Call to Action Video. Create a simple production that prompts members to take action and inspires them to take the next step, such as registering for a webinar, opening a CD, taking advantage of a super-low loan rate or downloading a free education guide.
6. About Me Video. Leverage the power of storytelling by creating a fun, creative and motivating showcase of your credit union and its message and mission. This is one of my favorite video strategies for credit unions.
7. Webinar Thank You Video. Webinars, if done right, are powerful and effective vehicles to deliver your message, educate, and promote products and service. But they do require members to take time from their day to attend. Once they have registered, thank them and give them instructions or pre-webinar details before you get started. They will greatly appreciate it.
8. Inspirational Video. Look for ways to inspire, entertain and share your message with members. This video can consist of member success stories, motivational talks from your president/CEO, educational content from subject matter experts, community outreach efforts, and much more. Again, these can be creative and fun to produce.
9. Product Review Video. With technology moving at the speed of light these days, members may be hazy on how a new digital service works (Apple Pay comes to mind). Feature one of your IT experts reviewing and explaining this service to build trust with members and position your credit union as a teacher and technology leader.
10. New Member Welcome Video. Many credit unions have produced these videos, and you should, too. What an ideal opportunity to create and build a connection from the beginning. Business at its core is all about relationships, and nothing breaks the ice like a personal welcome. This video can double as a subtle upsell/cross-sell.
11. Course Videos. If your credit union is offering an online course on investing, retirement planning, or debt management, to name just a few popular topics, then you’re a step ahead of the competition. A multi-week course keeps members coming back week after week, day after day for more information. This video production makes your credit union a trusted resource. At CUbroadcast, we are producing a number of online courses to educate our audience in 2017. We can help you with the process.
12. Video Advertisement. We’re not talking about a traditional TV commercial that might get watched or passed over via DVR. Today’s advertising has become a pay-to-play game, and social media advertising is a fantastic way to find and attract members and prospective members that would benefit from your credit union’s products and services. Facebook advertising, if properly performed, can be an incredible investment delivering amazing results.
13. Launch Videos. When you’re ready to promote your product or service (Can you say mobile?), you’ll need to record this series of videos to alert members about the impending launch and build anticipation for its delivery.
14. Promo Video. Create these videos to educate members about a product or service that needs to be promoted over time. A tip that many marketers forget is to make these videos highly sharable to spread the word organically.
15. Free Content Video. Any time you can provide members with free educational content, do it. They will love you for it—and come back again and again as their primary financial and trusted resource. Many of us, me included, need all the help we can get when it comes to our finances.
16. Interview Videos. Q&A videos can be incredibly engaging. Interview an expert on a high-interest topic, such as mortgages or investments, and post the conversation in episodes. Keep them short—under four or five minutes is best.
17. How-To Videos. One of the most sought-after forms of video on YouTube is the how-to. If you have a product or service that might be confusing, that’s an opportunity to create one of these videos. Providing educational, helpful material builds affinity and trust.
What successes have you had in using video? Let us know so we can share your ideas.
Mike Lawson, principal and founder of the PR/marketing firm DML Communications and the online CUbroadcast show, has two decades of journalism, public relations and marketing experience. His unique and robust knowledge allows him to meet the varied needs of editors, end-users and clients. Lawson's expertise enables him to enhance his clients' market exposure through media relations, social media tools, advertising efforts, target marketing strategies and more. He also speaks on PR, marketing and media issues to audiences nationwide.
Subscribe to Get CU Management Columns!
Credit Union Management offers a variety of online columns monthly. Download the myCUES app for your iPhone or iPad and choose all the content types. Or, subscribe to the weekly CUES Advantage e-newsletter to get links to each of them delivered right to your inbox. See the most recent issues of CUES Advantage.